33 tactics to engage and retain more customers - irce 2016

Download 33 Tactics to Engage and Retain More Customers - IRCE 2016

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33 Tactics to Engage and Retain More Customers

33 Tactics to Engage and Retain More CustomersIRCE 2016PRESENTERS Andrew Scarbrough, PriceWaiter & DelegatorMark Ginsberg, Beyond Stores

Andrew

CMOInternet Retailer Second 500Furniture and Home Dcor

TOPICSTrafficConversionAnalytics

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Crawl Budgets Check those Canonicals

Quick on the fly tools in the browser:MozCanonical (Chrome Extension)Standalone Applications & SaaSScreaming FrogDeep Crawl

Mark

Review Your IndexGoogle Site Search OperatorsFind pages/sections/parameters/subdomains that shouldnt be indexedsite:inurl:-inurl:Combine those operators for the magic!

Mark

Crawl Budgets Monitoring Indexation

Mark

Log File AnalysisScreaming Frog Log AnalyzerTool downloaded to local machineBonus: plays nicely with SEO spiderLogz.ioSaaS that handleslogistics and backend of log files

Mark

Turning Mentions into LinksMonitor mentionsReview for non-linked mentionsHustle for link revisionIterate and automate

(mention.com)

Andrew

.edu Link Building Campaign

Andrew

.edu Link Building Campaign

Andrew

Algorithm & Penalty TrackingReview 3+ years of Google algorithm updatesSync your organic data from GA to identify historical impactExport raw data for deeper analysisReview penalties in Google WMT

Amazon Exact Match BiddingAmazon shoppers copy/paste into search engines to comparison shopCopy/Paste top Amazon Product Names as Exact Match keywords for AdWordsAutomate it!

Andrew

Remarketing Lists for Search Ads (RLSA)Bid on competitive keywords for a discountAdjust bids based on audienceModify bids based on funnel positionAlso available for Google Shopping

Mark

Use Seller RatingsBoost CTRLift ConversionReuse reviews elsewhere

Andrew

AdWords ScriptsAutomate common tasksAuto-populate Google SpreadsheetsLet the robots tell you what to focus on

Andrew

AdWords Scripts: Declining Ad Groups

Andrew

AdWords Scripts: 404 Link Checker

Andrew

AdWords Scripts: Hour of Day/Day of Week Bidding

Andrew

AdWords Scripts: Quality Score Tracking

Google Shopping Understanding Keyword TargetingTargeting based on datafeed, not keyword targetingPrioritization (High, Medium, Low)Negative keyword lists are ESSENTIALTiered campaigns to target underperforming keywords

Mark

Google Shopping (PLAs) Programmatic BiddingBid using cost/margin data!Automate bidding and product categorization and grouping

Mark/Andrew

User Test Your CompetitionSame scenario/objective for 3-4 sitesDont reveal which site is yoursFill your A/B testing pipeline

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Andrew

Review Your On-Site Search TermsReview your top 25 queries regularlyConduct the same searches and review results/merchandisingUser Test top searches (against the competition too)

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Mark

On-Site Search = Content IdeasUse on-site search terms for content ideasAdjust site FAQsAdjust categories and site structureLong tail queries = blog contentFind questions using regex: (what)|(how)|(why)|(who)|(when)|(where)

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Mark

Product Page Calls-to-Action

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Mark

Alternate product page Calls to Actions

Added $4M in incremental revenue

Exit Intent

$TargetingDesignCopyCalls-to-Action

Mark

Andrew

Social ProofTell shoppers how many happy customers you haveEmbed and showcase select reviews and social posts in relevant parts of the funnelAdd real life examples of products to product pagesIncorporate video reviews and testimonials in drip campaigns

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Mark

Replace (not provided)Advanced Filter in Google AnalyticsReplace (not provided) with the Landing Page Outputs np - /shoes/running/nike in GA

Andrew

5 Widgets to Add to Your GA Dashboard TodayTotal Site Traffic with key trends (Bounce Rate, Avg. Session Duration, Pages/Visit)Organic Site Traffic Trend with top 7-10 landing pagesE-commerce Data with trendline of revenue & transactionsAdWords SpendTraffic Sources Pie Chart

Andrew

Choose Your Attribution Model (carefully)

http://adwords.blogspot.com/2016/05/move-beyond-last-click-attribution.html

Mark

Create and USE a Branded Advanced Segment

Andrew

Advanced SegmentsBetter reportingBetter remarketing

Andrew

Call TrackingStart simple (and affordably)All Paid ChannelsEmail CampaignsOffline Campaigns

Andrew

Questions?(tweet @pricewaiter for a copy of the slides)Andrew Scarbrough, @pricewaiter, @delegatorMark Ginsberg, @beyondstores, @markginsberg